According to creative director Dan Greenawalt, Apex is intended as a technological showcase rather than a commercial venture. He said Apex is just the beginning and all future Forza titles will come to PC. “This wasn’t developed with a business objective,” he said. “We started with technology and a roadmap of where we wanted to go with the franchise – which is Motorsport, Horizon and all Forzas on the Xbox and the PC. It was something we knew we had to do. Then it became a partnership with the internal teams at Microsoft, but it was still not a product. The Forza Tech engine is now DirectX 12 and UWP, so Apex is just the start – that puts less pressure on Apex being hugely self-sustaining.”